Brewing a new kind of street artist for the launch of Praha Beer
Praha wanted to create a launch moment that put its beer alongside the renowned street culture of Prague.
But how could a beer prove it had what it takes to connect with a culture of artists and creators? If we wanted to make a mark on this scene, we’d need interesting new talent. Instead of looking for it, we made it ourselves. Creating an AI artist that approaches creativity in a human way, but makes art like only a machine can.
We put The Cre-AI-tive to the test in a Street art Battle, pitching it against two Street Artists with a big social following in Praha’s key markets. We documented the process as we went, involved the audience with competitions and teasers and put the art to the vote on Instagram.
The result? A newsworthy launch that put Praha in the heart of creative culture.
Client: Praha
Agency: Bray Leino
Copywriter: Brianna Miller, Alex Benyon